Plano estratégico de marketing de uma empresa de moda portuguesa: estudo de caso da marca Guimanos

Dissertação de mestrado em Design de Comunicação de Moda

Impact of increased environmental awareness on product marketing

This Bachelor thesis studies how companies use a variety of different sustainable marketing approaches to sell their green products. Empirical part is done by researching and interviewing two B2B furniture companies.

Implementação de uma marca de produção e distribuição de citrinos biológicos: Orange made in Algarve

Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

Ympäristömarkkinointi

Työssä esitellään kirjallisen aineiston perusteella mitä ympäristömarkkinointi on sekä sen muotoja ja keinoja teollisilla markkinoilla. Aineiston perusteella arvioidaan kolmen metalliteollisuus case-yrityksen ympäristömarkkinointia. Työssä perehdytään ensin ympäristömarkkinoinnin kehittymiseen 1900-luvun alusta nykyhetkeen asti. Tämän jälkeen esitellään ympäristömarkkinoinnin menetelmiä markkinoinnin 4P-mallin viitekehyksessä. Menetelmistä syvennytään tarkemmin ympäristöraportointiin liittyviin ISO 14001 -standardiin, EMAS-järjestelmään sekä GRI-raportointiin. Työssä verrataan kolmen metalliteollisuusyrityksen ympäristömarkkinoinnin menetelmiä kirjallisuudessa esiteltyihin menetelmiin. Lisäksi yritysten ympäristömarkkinointia vertaillaan keskenään yksinkertaisen kvantitatiivisen analyysin avulla. Lopuksi muodostetaan kokonaiskuva ympäristömarkkinoinnin nykytilasta kirjallisuuden ja case-aineiston pohjalta. Lisäksi esitetään näkemyksiä ympäristömarkkinoinnin, siihen liittyvien ongelmien sekä sen menetelmien kehittymisestä tulevaisuudessa.

Using an experiential business game to stimulate sustainable thinking in marketing education

Recent years have seen a significant increase in the importance of environmental protection and sustainability to consumers, policy makers, and society in general. Reflecting this, most organizations are at least aware of this new agenda and wish to be seen as taking steps to improve behaviors in this regard. However, there appears to be a gap between this evolving agenda and the comparatively low level of knowledge that marketing managers actually have of the environmental impact of their own functional decisions. We suggest that this low knowledge level may be due, in part, to the marketplace focus of foundational marketing educational programs, and we attempt to show how broadening the horizons of marketing courses can help students (i.e., future managers) more deeply understand the environmental consequences of their actions. We demonstrate the use of a novel business game, based on the Life Cycle Assessment method, as the foundational cornerstone for the development of a broad understanding of the environmental impact of marketing decisions and actions for the entire life cycle of a product—from raw material extraction to ultimate disposal. The results of an empirical study show that this approach increases students’ appreciation for, and understanding of, these fundamental environmental sustainability concepts.

Public attitudes to the use of wildlife by Aboriginal Australians: Marketing of wildlife and its conservation

Indigenous Australians have socioeconomic attributes similar to those of residents in some developing countries. Their utilisation of wildlife could add to their economic opportunities. Attitudes of a sample of the Australian public towards the subsistence use of wildlife by Indigenous Australians and whether or not they should be allowed to sell wildlife and wildlife products are examined. Allowing such possibilities could provide economic incentives for nature conservation among local people. We explore whether those sampled believe that Indigenous Australians should do more than other groups and institutions to conserve Australia's tropical species, and whether or not they should be allowed to take common as well as endangered wildlife species for food. Attitudes of the sampled public towards Indigenous Australians earning income from trophy hunting and from the harvesting of northern long-necked turtles for the pet trade are canvassed. The possible conservation consequences of sale of wildlife by Indigenous Australians are discussed.

Innovation for sustainable urban tourism: some thoughts on best practice

This paper examines a series of strategic initiatives that have been undertaken by Tourism Queensland (TQ), a State Tourism Organization in Australia, to develop tourism and in particular to develop networks in tourism destinations. This paper firstly examines the nature of sustainable urban tourism (SUT) and discusses approaches to defining it. It suggests that developing SUT requires a generic approach to improving sustainable tourism operations amongst all suppliers in an urban area. Further, this approach suggests that best practice in marketing and policy development can be adopted to attract tourists to a SUT destination and examples of this approach are provided.

Marketing: estratégias de sucesso em tempos de crise económica

Mestrado em Gestão e Empreendedorismo

Marketing : a (ir)racionalidade dos consumidores, numa perspetiva empreendedora

Mestrado em Gestão e Empreendedorismo